Diving into your happy meal: a dialogical adventure in a sea of signs

• Autor(a) principal: Scheidegger, Paulo Henrique Bonfim
• Data de Publicação: 2024
• Outros Autores: Ferreguett, Cristhiane
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Travessias (Cascavel. Online)
• DOI: 10.48075/rt.v18i1.31745
• Texto Completo: https://e-revista.unioeste.br/index.php/travessias/article/view/31745
• topic: Bakhtin; Advertising discourse; Happy Meal; Cyber-childhood; Bakhtin; Discurso publicitário; Cyber-infância; McLanche Feliz

This article is the result of an undergraduate research developed during the under graduation course in Language and Arts between 2021 and 2022, at the University of State of Bahia (UNEB). It aimed discursively analyze a Happy Meal commercial produced by McDonalds, distributed via McDonald’s Brasil YouTube channel in the first semester of 2021. It observed the construction of the advertising discourse directed to children’s audience. The methodology used to analyze the verb-visual texts present in the campaign followed the theoretical contributions of Bakhtin Circle (2018), as well as the analytical-methodological scheme elaborated by Ferreguett (2014). In addition, it also discussed concepts such as cyber childhood (Levin, 2007; Girão, 2018) and consumerism (Bauman, 2008). From the analysis, it concluded that the McDonald’s marketing team is not only watchful on the children’s interests, as also they are attentive on discursive elements like interaction, enunciation and semiotics, for example, and by that, they can compose their advertising. This research discovered that there is a tendency from McDonald’s in reducing the commercial’s video long time without losing the acceptance of the exhibited content.